MYRTLE BEACH - State tourism officials want to attract more affluent travelers, hoping they'll spend more money and add to the economy.

The new marketing campaign was unveiled this week to about 600 hospitality leaders at the annual Governor's Conference on Travel and Tourism. It also targets women, blacks and golfers.

The S.C. Department of Parks, Recreation and Tourism has created a new strategy about where to place new ads that include a 60-second TV commercial.

"If you market to the leaders, the rest will follow," said Chad Prosser, the agency's director. "Consumers are going to make their own value decisions. ... We need to focus on the dream. We need to focus on the experience."

Prosser said the state will continue to advertise in major daily newspapers, golf magazines and lifestyle magazines. But the agency will spend more on Internet advertising, e-mail blasts and television slots this year. The state also will have its visitors' guide available online for the first time.

The ads were designed to speak to busy and vacation-starved workers, Prosser said.

The average American worker forfeited three vacation days last year and 20 percent feel guilty when they take a pleasure trip, said John McDermott, creative director for the Upstate ad group Leslie Agency.

"Time away is important time. It's crucial time we need to take," McDermott said. "In 2005, South Carolina will own that time."

The average visitor to South Carolina spends $262 compared with a national average of $464, according to statistics compiled last year by the Porter Group in Massachusetts. Prosser said his department wants to boost visitor spending 10 percent by 2006, which would equate to an extra $26 per person, assuming visitor volume remains the same.

Tom Bewley, who handles marketing for Kiawah Island Golf Resort, said the campaign was "spot on."

"It's a little classier than what they've done in the past," Bewley said. "The affluent angle is very important to us and the women angle is very savvy."

Gov. Mark Sanford also has picked the Anderson Sports and Entertainment Center for the state's top award for tourism promotion.

The annual award from PRT goes to an organization that demonstrated a significant tourism-related economic impact on the state and local community.

In 2004 alone, the sports and entertainment center held more than 300 special events and drew an estimated 700,000 visitors, creating an economic impact estimated at $18.3 million, according to the county's application.